Marketing to Gen Z: The Rules for Reaching This Vast--and Very Different--Generation of Influencers

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Jeff Fromm Angie Read

Marketing to Gen Z

The Rules for Reaching This Vast--and Very Different--Generation of Influencers

Jeff Fromm, Angie Read

$42.99

Hardback

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English

Amacom
06 March 2018

Behavioural economics; Market research

You’ve only just begun to understand Millennials and know how to market most effectively to them. However, their successors are already right around the corner and promising even bigger challenges for the marketplace. But with bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers.

Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. Businesses will have to learn how to:• Get past the 8-second filter• Avoid blatant advertising and tap influencer marketing• Understand their language and off-beat humor• Offer the shopping experiences they expectMarketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. The time to learn who they are and what they want is NOW.

By: Jeff Fromm, Angie Read
Imprint: Amacom
Country of Publication: United States
Edition: Special ed.
Dimensions: Height: 235mm, Width: 159mm, Spine: 19mm
Weight: 385g
ISBN: 9780814439272
ISBN 10: 0814439276
Pages: 224
Publication Date: 06 March 2018
Recommended Age: 18 years
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Out of Stock Indefinitely

Jeff Fromm is Executive Vice President at Barkley, with over 25 years' experience working with major brands including Hallmark, Sears, and PayLess.